Wendy's: A Plan for International Expansion

Name: Wendy's: A Plan for International Expansion
SKU: 9B18A052_P

Fabrizio Di Muro

Product #:9B18A052_P

Supplier:Ivey

Discipline:International Business, Marketing

Setting:Ghana, 2018

Details:Case (PDF) • 13 pages • 2018-08-13 (Rev: 2018-08-07)

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In the summer of 2018 in the United States, Wendy’s faced an important decision related to its international markets. The company had a small international presence; of its 6,537 restaurants worldwide, only 637 restaurants were located in international markets. The company was faced with a saturated and stagnating U.S. market and fierce competition from a number of fast food rivals, including McDonald’s Corporation, Burger King Corporation, and Carl’s Jr. Restaurants LLC, and the surest path to growth seemed to be an expansion into foreign markets, where fast food was still growing. Wendy’s chief executive officer needed to determine which international market(s) to target and how many restaurants to open in each international market.

Learning Objectives

This case can be used in marketing, international marketing, or international business courses at the undergraduate or graduate level. It gives students the opportunity to do the following:

Discuss the challenges that companies might face in a foreign market.
Recognize the types of changes that companies might make when entering an international market.
Discuss the process of selecting and entering new markets.

Wendy's: A Plan for International Expansion

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Learning Objectives